(CNN) -- It may look like "American Idol" or "The X Factor", but the contestants aren't vying for money or a record deal.

This is "Imam Muda" or "Young Imam", Malaysia's TV talent show where contestants compete to become a Muslim Cleric.

The slick TV promotion promises: "The show that will change your life, the eternal quest of our very being."

But aside from the overblown claims, the producers are serious about ripping up the rule book of religious programming.

Channel Manager of Astro Oasis TV Izelan Basar says: "Our objective is just to attract the youngsters closer to Islam, that's the main objective. Then it becomes: how are we want to do it? The approach is how are we going to make it interesting for the young. For any religion how to attract the young is a huge challenge."